Jewelry brand Kendra Scott introduces AR try-on tool

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Dive Brief:

Jewelry brand Kendra Scott has introduced a virtual try-on tool using augmented reality to enable consumers to test items remotely, according to an announcement emailed to Retail Dive.

Using their iPhone's Safari web browser, visitors to the jewelry brand's website can use AR to preview products based on their size, look in dynamic lighting and move, per the brand's emailed statement.

The brand began with earrings, which "allows for the most dynamic movement," initially and will add necklaces, bracelets, rings and other items in the future, the company said.

Dive Insight:

The company said consumers' desire for an omnichannel experience and pursuit of convenient shopping experiences influenced its decision to introduce the feature.

The jewelry brand joins a growing group of companies — including Wayfair, Perfect Corp. and Ikea — that have rolled out augmented reality technology for customers. Now that the coronavirus outbreak has kept consumers indoors, Kendra Scott is the latest brand to integrate augmented reality into its platform. L'Oréal also recently unveiled beauty AR lenses on Snap's desktop app.